If you’ve ever chosen a coffee brand because it’s Fair Trade Certified, moved from a large bank to a local credit union, or bought clothes or books in a local store instead of a large national chain in a mall or online , You have dealt with what is known as “ethical consumerism”. What exactly is ethical consumption and how can you be a more ethical consumer?
According to Ellis Jones, PhD, associate professor of sociology at the College of the Holy Cross in Massachusetts and author of The Better World Shopping Guide, ethical consumption means that “Consumers seek to use the money they spend as an economic choice. The average American family spends approximately $ 22,000 on goods and services each year. Think of it as if you were casting 22,000 votes each year for the world you want to live in. “
In other words, harnessing the power of your purchase money to support values that are important to you.
Why choose ethical consumption?
Of course, these values can be different for different people, but in general, Jones says, people interested in being more ethical consumers focus on a few main categories of topics including:
- Human rights: Child labor, fair trade, livable wages and workers’ rights, health and safety
- The environment: Climate change, recycling, renewable energies, sustainable agriculture, marine protection
- Animal welfare: humane treatment, factory farming, habitat conservation, animal alternatives and vegan friendliness
- Social Commitment: Family businesses, local businesses, sustainable growth, campaign donations, political corruption
- Social justice: Harassment and discrimination (based on race, gender, age, sexuality, ability, religion, ethnicity), unethical business practices, illegal activities, executive salaries
“Some people are primarily environmentally conscious consumers and their purchasing decisions are focused on the environment,” says Jones. “Others are particularly keen to shop locally, so they focus on farmers markets, community-supported farming programs (CSAs) and local small businesses. That’s all part of the big tent idea of ethical consumerism, where people feel like they are trying to influence real world outcomes and corporate behavior by sending messages to companies with their purchases. “
How to be an Ethical Consumer
So how can you use your family’s purchase money to support the values you care about? Start by doing your homework on the companies you buy from, right? Not necessarily. “’Do your homework’ is the worst advice for an ethical consumer,” says Jones. “You are preparing for failure. I have been working on this topic for 15-20 years and I am still struggling to get accurate data on these companies. It’s practically impossible to research every company you shop with. “
Instead, he recommends focusing on “bang-for-your-money” places to get started. Biggest change you can make first: switch your bank. “Where you do banking is super important,” says Jones. “Most of the big banks seem to pay their employees pretty well, and many are LEED certified, but what is your money doing in their accounts when they invest all over the world? That is difficult to question, and this is exactly where the worst lies. “
If possible, he suggests moving to a smaller bank or local credit union. “It is real agony to do, but you only have to do it once.”
What if you can’t or don’t want to switch banks, or have already done so and want to do more? For example, many people want to make a difference with their grocery purchases. “A lot of people become ethical in the grocery store by starting to buy organic products because they don’t want their families to eat pesticides,” says Jones. “Then find out about fair trade, which focuses on safe, just working conditions and sustainable livelihoods.”
Find ethical products and companies
But ethical consumption on the grocery shelf can also be a challenge. There are labels to look out for, such as Fair Trade Certified and the US Department of Agriculture’s organic certifications, which indicate that the product or meat has been grown and processed according to federal standards for soil quality, animal husbandry, pest and weed control . and use of additives. But in some cases the standards behind these labels have been watered down. “The term organic is almost meaningless these days,” says Jones.
The Cornucopia Institute, an advocacy and research organization and watchdog in the organic industry, regularly publishes reports on the marketing claims of manufacturers of organic products from yogurt and cottage cheese to snacks, toothpaste and baby food. “Your results show that some of these labels are meaningless while others are 100% meaningful, but it is difficult for you as a consumer to tell by just looking at the label,” says Jones.
Is there a label in the supermarket that will help you shop ethically without spending hours researching? Jones recommends B Corp certification, which appears on a product’s label as a simple capital B with a circle around it. “B Corp, which stands for Benefit Corporation, is a certifying nonprofit that uses a pretty rigorous process to certify companies,” he says. “This certification is the current gold standard. If you want to know what to do in your local supermarket, look for the B with the circle. “
“Certified B-companies are companies that meet the highest standards in terms of verified social and environmental performance, public transparency and legal accountability in order to balance profit and purpose,” says the group’s website. “B Corps are accelerating a global culture shift to redefine business success and build a more inclusive and sustainable economy.”
Local shopping is another way to be an ethical consumer that doesn’t require a lot of research. “The economic playing field in our country tends to be very large and towards large corporations and disadvantages smaller companies,” says Jones. “During the pandemic, between 20 and 40% of small businesses went down permanently. Your local independent businesses, from bookstores to restaurants to auto repair shops, are likely to be in trouble. For any business that you value as a local, independent option, it’s important to give your money. “
If you choose to be a more ethical consumer, don’t think you have to be perfect or you don’t at all. “I use Amazon,” admits Jones. “Almost everyone does that. Being an ethical consumer is not an exercise in perfection. It is an attempt to increase our overall ethical GPA through the way we spend our money. If you go from an F to a C, that’s progress. It’s like a vote. Our collective voices are the only thing that holds this democracy together. Don’t feel guilty or try to be a perfect consumer. Do one thing at a time and move in the right direction because collectively it matters. “
Comments are closed.